Consumers increasingly expect to
see video as part of their
online experience. This is certainly a big part of the reason why
e-commerce sites are gravitating more toward video now because there is a realization that in order to not simply
provide a differentiated shopping experience, but just to keep up with
what consumers are expecting from their online experiences, the video
needs to be incorporated."

"The
lesson
that many retailers learned is that you can’t just produce a video and
expect to generate a good return from the video. The content matters. Any retailer that is unable to drive conversion rates up at least 25% through the use of
video is not implementing video effectively.

Either the video content
is not good content—the retailer doesn’t know what it’s doing or it
doesn’t know how to create persuasive video content or people aren’t
watching it—or two, the retailer is not featuring video in a way that
people actually know it’s there."

"We
actually ran a study earlier this year across 12 million or 13
million product-detail page views across 25 retail sites and found that
the worst-performing retailers were featuring video as such a minor
visual element on their product-detail page, less than 1% of people were
clicking on it.

The best-performing retailers were really blowing out
video in a big
way, so that there was no mistaking, when you look at that
product-detail page, there’s a video there. We saw that the
best-performing retailers were having 45% of the people going to that
page actually watching the video."

"I believe that the trend that we need to look out for is
really making sure that we’re providing a good experience with video in
mobile. We’ll see a lot of experimentation in 2010 around mobile video
commerce, but those are a couple of areas that I see as being really
emergent, that retailers need to pay attention to."